How does sustainability affect Gen Z purchasing decisions?

Sustainability is a real purchase driver for Gen Z, not just a talking point. According to First Insight (2024), 73 percent of Gen Z consumers will pay more for sustainable products, and they research claims before buying.

• Choose recycled paper stocks where the look and durability allow.
• Use eco-friendly inks to back up the message on the piece itself.
• State your commitments directly on the material, since this audience reads labels and checks the details.

The key is proof over slogans. Gen Z rewards brands whose environmental claims hold up to a quick look, and penalizes ones that do not.